Analýza konkurence ubytování na Kopřivnicku

Abstract

The main purpose of my bachelor´s thesis is to analyse the competition in the field of accommodation in the Kopřivnice Region, identify the major competitors of the Pod Bílou horou guesthouse and compare the quality of services provided by individual competitors. The work is divided into two parts – theoretical and practical. The first part identifies theoretical facts concerning tourism marketing, marketing of services and the competition. The Pod Bílou Horou guesthouse is presented in the second practical part, which also gives the overall results of analysis of the competition based on a SWOT analysis, a questionnaire survey and benchmarking, on the basis of which measures for improving the market position are suggested. The thesis concludes with a comprehensive assessment of the overall results of analysis of the competition focusing on the Pod Bílou horou guesthouse.